Phygital is a new trend that is changing how brands and customers interact. It brings more flexibility to shopping, marketing, and product experiences by linking real-world spaces with digital tools. You see it in everyday places, such as stores, pop-ups, events, and even packaging. However, if you are new to the term, this article will explain what it is and why it is important. We'll also share tips for creating a better retail strategy and technology that is driving the current trend.
What is phygital, and what does the future hold for it
Phygital means combining physical and digital elements to create engaging customer experiences in both spaces. Coined in 2007 by Chris Weil, the term highlights a shift in how brands connect with people, using both real-world and digital tools to make shopping more interactive.
This approach often includes apps, touchscreens, and online tie-ins inside physical stores. Looking ahead, phygital will grow as technologies like AI, VR, and AR become more common. These tools will let people move easily between real and digital settings and give brands more ways to engage people wherever they are.
Why phygital experiences matter
- Increase customer engagement
People lose interest fast, especially when they have to jump between separate platforms. Phygital experiences smooth out that shift by bringing both worlds together. So, when you try a product in-store and later get updates through an app, that journey is like one story, not two. This kind of engagement doesn't fade easily because you're part of it, not just watching it happen.
- Improve brand recall
Seeing the same design, message, or product in different places, like a pop-up booth, a QR code scan, or a digital post, stays in a person's mind longer. Familiarity grows over time, and that creates a deeper connection. This is where digital branding plays a strong role. Every logo, font, and color they notice in both worlds gives them something to remember.
- Bridge the gap between online and offline
People rarely follow a single path anymore. They may browse online, then walk into a store, or try something in person and later check reviews online. Phygital retail removes those gaps. A scanned code in a store can take them directly to a review page, while a product page online can point them to items available nearby.
- Give personalized interactions
People notice when an experience responds to their choices. Phygital stores let you bring that personal touch into both real and digital settings. From in-store digital assistants to online suggestions based on what someone scanned or browsed, the experience becomes more relevant without being overbearing.
- Improve conversion rates
When someone explores a product in both physical and digital spaces, the decision becomes easier. They might try it in-store, read about it online, and then come back ready to buy. The more connected the experience, the fewer doubts they have along the way.
What are examples of phygital marketing
- Disney - 3D virtual park
Disney lets fans step into a 3D version of its theme park right from their screens without any headsets. It gives people a chance to explore and enjoy the magic from home. This kind of experience stays with them and creates excitement long before any ticket is booked.
- Chanel - AR smart mirrors
Chanel adds a tech touch to its fitting rooms. Shoppers first select items through an app, then walk into the store with everything already prepared. Once inside, they use smart mirrors to view item details up close. This path from app to store turns the visit into something more focused and personal.
- Lush - digital concept stores
Lush replaced traditional product testing with a digital tool called Lush Lens. Shoppers scan bath bombs with their phones and watch a short video clip showing how the product works. They also see the ingredients and what each one does. This setup reduces packaging and brings more space to explore the store freely.
- Warby Parker - virtual try-on
Warby Parker's app shows how glasses sit on your face in real time using face-mapping and AR. People use it before visiting a store or even from home when browsing options. The live preview shows how each frame aligns with your features, so you can easily decide which pair fits best.
- Sephora - ColorIQ and virtual artist
In stores, Sephora scans your skin tone with a ColorIQ device to suggest matching products. Online, the Virtual Artist tool lets you test makeup through live video or uploaded photos. Both features work together, so you can try and choose products in a way that fits how you prefer to shop.
Pippit: An all-in-one tool for phygital marketing campaigns
Pippit is for brands that need to stay active both online and offline. From stores and events to social media and mobile campaigns, it gives businesses one space to create and manage content that works on different channels.
Local retailers use it to turn product shelves into interactive displays with product videos. Small business owners use it to create ad videos, schedule posts, and track performance from a single dashboard. Marketers use it to turn long documents or product links into short videos with voiceovers, captions, and templates.
Key features include quick content creation, smart scheduling, and product-linked video tools for brands working on both digital and physical touchpoints.
How to create phygital marketing videos using Pippit
Click the link below to sign up for Pippit and create your phygital marketing videos with these simple steps:
- STEP 1
- Open the video generator
Start by heading to the "Video Generator" from the left-hand menu on Pippit. Type in a short prompt to describe the video you want. You can also paste a link, upload your own media files, or even add a document if you already have the content written out. Click the "Settings" icon to fine-tune the format. You can choose whether you want to include an avatar in your video or keep it voice-only. Then, set the video language, adjust the length, and hit "Generate."
- STEP 2
- Generate video
Once your content is loaded, move to the "More Info" section. Here, you can add specific highlights, define your target audience, and select a video format that suits your goal. You can also enter a custom script if you want more control over the message.
Then, scroll to the "Video Settings" area to pick the voice, avatar, language, aspect ratio, and duration. These options tailor the video to your platform, whether you're posting on Instagram or displaying it on a screen in-store. When everything's ready, click "Generate" again to create your final video.
- STEP 3
- Export and share
After the video is generated, preview each version and select the one that fits best. Click "Export" under the video you want to download. You can now choose the resolution, frame rate, format, and watermark settings. Once done, hit "Download" to save it to your device. If your TikTok, Facebook, or Instagram accounts are connected, go to the "Taskbar" in Pippit and schedule the post directly from there. This is especially useful when you want to align online posts with in-store promotions or events.
Quick steps to create product images for phygital marketing using Pippit
To create product images or marketing content for your phygital campaign, open the following link to sign up for Pippit and go through these three quick and easy steps:
- STEP 1
- Upload the image
From the Pippit homepage, click Product Photo. Then, drag & drop your image or upload it from your device using the + icon. This is the starting point where Pippit automatically removes the background to give you a clean base to work with.
- STEP 2
- Create product images
Now, it's time to customize your image. You can pick a solid color background or leave it transparent. If you want a more detailed setting, click "AI Background" to add a realistic or creative scene behind your product. Once selected, click "Generate," and your new product image appears in seconds.
If you're working on a poster or flyer, scroll to the "Poster" tab. Enter a short text prompt to describe your product or offer, then choose a layout and style. Pippit designs the poster based on your choices, ready to be used in both print and online campaigns.
- STEP 3
- Export to your device
Finally, click "Download" in the top right corner. Choose your file format, size, and watermark settings, and then download the image to your device.
Key features of Pippit AI for phygital marketing
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- AI video generator
Pippit's AI video generator turns your ideas into videos within minutes. You can type a short prompt, paste a product link, upload a file, or bring in a document, and the tool generates a branded video. You can pick an avatar, voice, language, and format based on where you want to share it.
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- Powerful video and image editing spaces
Pippit gives you dedicated spaces to work on your media. You can resize content for any platform, clean up blurry clips, fix lighting, and remove background noise from audio. For images, it removes backgrounds automatically and includes editing options, like filters, frames, retouch, old photo restoration, upscale, image style transfer, color correction, and layout tools. These edits are useful for both printed materials and social campaigns.
- 3
- Pre-cleared assets for content creation
You don't need to worry about licenses or copyright. Pippit includes image and video templates, graphics, and media elements that are cleared for commercial use. You can swap out the images, colors, and text to match your message. These templates work well for seasonal sales, new arrivals, and product demos
- 4
- Auto-publisher and analytics
Pippit connects directly to your Facebook, Instagram, and TikTok accounts. You can schedule and post your content for a month without switching between apps. After posting, the analytics dashboard tracks how people interact with your content, so you know what's working on both digital and physical fronts.
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- Sales poster generator
If you have to create a quick poster for an event or new product, just upload a photo or enter a prompt, and Pippit's "Poster" tool designs a flyer or banner in the right size for print or social media. The layouts fit everything from store walls to online posts to give your phygital campaign the same style wherever it appears.
Tips for developing phygital retail strategies
- Let buyers pick how they shop
Some people enjoy browsing in-store, while others scroll through their phones during a break. Both ways are valid. What matters is that your products are easy to access either way. When a customer wants to check stock online and later walk in to buy, they expect that switch to feel natural.
- Use AR or VR for product previews
When someone can see how a sofa fits in their living room or test a lipstick shade through their phone, the product becomes easier to picture in daily life. AR and VR give people a hands-on way to explore from wherever they are. This kind of interaction removes a lot of second-guessing and supports buying choices without asking for a visit to the store.
- Focus on your omnichannel setup
If you've created a business website, app, or store, but it has prices, product info, or offers that are different in each place, trust fades quickly. That's why it's worth checking that your content, services, and customer support stay in sync.
- Turn social media into a store
You can use social platforms as a way for customers to shop directly. Product tags, short videos, and swipe-up links create more chances to discover and buy. These small features connect discovery with action and give each post a clear purpose. Social pages then go beyond outreach and become part of your product flow.
- Set up your Google Business listing
When someone searches for your shop, the first thing they see is often your Google listing. This space shows your hours, location, and website link. It also links to customer reviews and photos. A strong listing doesn't need a lot of detail; it has to stay accurate. That small effort connects your digital side to the physical one and creates a clearer way for walk-ins and online shoppers alike.
Top technologies that drive phygital trends
- The Internet of Things (IoT)
Sensors, devices, and everyday tools can now share data in real time. For example, a fridge might alert the store when a part needs fixing. You don't have to check manually because these devices handle small tasks by staying in touch with each other, which adds value to the customer experience even before someone notices a problem.
- Social media
Instagram, Facebook, TikTok, or X aren't just for posts and updates anymore. Some businesses use social data to identify customers in real time. One example is when an airline spots your travel plans through social tags and greets you at the gate with loyalty points or a thank-you gift. These moments connect digital engagement with physical interaction in ways that are natural and timely.
- Marketing automation software
When someone clicks on a product or adds something to a cart, that action doesn't have to go unnoticed. Marketing tools use those signals to send tailored messages via email, text, or social platforms. For example, if you left a product behind online, a message might pop up the next time you're near the store, which shows exactly where to find it. These reminders work quietly in the background and create smoother shopping routines.
- Smart mirrors
In some retail stores, you can now walk into a fitting room and scan a tag to see other sizes or color options. Smart mirrors respond by showing that information instantly. Some even suggest outfit combinations based on what you're trying. This adds a digital layer to a physical space, so you get more details and choices right where you stand.
- AR and VR
If a product can't be touched or tested in person, AR and VR bridge that gap. You can try on glasses through your phone camera or explore a home setup through a virtual walkthrough on your laptop. These tools turn regular browsing into an active experience.
Conclusion
In this article, we've unpacked the meaning of phygital and where it's heading. We covered why it matters in today's retail world, shared real examples from well-known brands, and walked through simple tips to improve your retail strategy. We also explored the key technologies that bring both online and offline experiences closer. If you're ready to apply these ideas, Pippit gives you the tools to do it. From product videos and digital posters to editing and scheduling, everything works in one place. It's a smart way to manage both your physical displays and digital channels at the same time. Start creating marketing content with Pippit now!
FAQs
- 1
- What is a phygital product?
A phygital product combines both physical and digital elements to create a connected experience. It's not limited to one form; it might be a physical item with a QR code that leads to online content, a poster that triggers a video demo, or packaging that links to a virtual how-to guide. The goal is to extend interaction beyond the product itself, so customers can engage with it in more than one space. To support this kind of experience, content needs to work on both formats. Pippit gives you tools to prepare that content, like generating short videos, product visuals, and posters that tie into what customers see in-store or on social media. You can create it once and reuse it in ways that connect with both walk-in buyers and online audiences.
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- How does phygital retail work?
Phygital retail blends physical shopping with digital interaction. A person might see a product in-store, scan a code to watch a demo, check reviews online, and then complete the purchase either at the counter or through an app. Every step connects, so the journey moves from the screen to the shelf and back again. To support that kind of setup, retailers use tools that bring both sides together. With Pippit, you can create product videos, demos, digital displays, and promotional visuals from one workspace.
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- What is phygital commerce?
Phygital commerce connects the speed of e-commerce with the trust and experience of physical retail. This approach allows brands to stay flexible and meet customers at different touchpoints throughout the buying process. In e-commerce marketing, content needs to adapt to both spaces. Pippit supports that by giving you tools to create short product videos, branded visuals, and posters that link physical displays with online activity. You can line up your messaging, manage assets, and push content on platforms in a way that supports both sides of the journey.
